Prior to beginning this campaign, our team created a survey on Indigenous films in Australia. Other than the facts and figures provided by organisations such as Screen Australia and the Australia Council for the Arts, we did not know how many people in Australia were aware of Indigenous films. As the point of this campaign is to ‘promote’ Indigenous films, we felt that we should obtain some core data of our own and assess people’s knowledge.
For this reason, the survey sought to measure the amount of people that knew about Australian Indigenous films and other cultural events. 40 people were interviewed, ranging in age from 18-75 years. There was an even amount of male and female participants.
Some of the Key Questions were –
Have you watched/gone to the cinema to see any Australian Indigenous films?
From the list below, please select the Australian Indigenous films you have seen (Over 30 Indigenous films were listed)
Did you know that in 2014, Indigenous actor David Gulpilil won the Un Certain Regard Award for ‘Best Actor’ at the Cannes Film Festival?
Findings from Survey
The findings from the survey were incredibly interesting and our team spent a long time going over the results (I was a bit obsessed with the data… but I love anything to do with facts and figures, so this is probably why ;).
The survey found that individuals in the 45-64 age category, had the greatest amount of knowledge on Aboriginal films. These people had seen the most Indigenous films and were aware of some Indigenous cultural events. These same individuals had seen some of the more obscure Aboriginal films such as Mad Bastards (2011) and Stone Bros. (2009).
While this demographic had a strong base knowledge of Indigenous films, the survey found that they were not imparting any of their knowledge to the younger generations. Over 50% of participants aged 40- 75 years stated that they would be happy to watch an Indigenous film (Refer to Question 8). However, none of these same participants stated that they had taken their children to see an Indigenous film. It was therefore decided that our campaign would help to raise awareness towards the youth demographic, to compensate for the lack information received from their parents.
Audiences to Target
The target audience for this campaign is men and women aged between 18-35 years, particularly university students and graduate employees. Based on the survey data, these individuals had only seen 1 to 3 Indigenous films. Of the 17 youth interviewed, the most prominent film that had been watched was ‘Rabbit Proof Fence’ (Noyce 2002) (Refer to Question 5). Further, individuals in this demographic had never heard about any form of Indigenous award ceremony (Refer to Question 7).
The Survey provided some fascinating details and allowed us to work out our target audiences and target objectives!
Survey Reference – Johnston, A, 2016, ‘Indigenous Films in Australia’, SurveyMonkey, accessed 19th August 2016, https://www.surveymonkey.com/r/KVKSZX2
Cover Photo – Scott Johnston (2016)